This is a Report on Business Marketing Research on JMI, a B2B Market. It is based on the study of Business Marketing. Surgical Device market in Bangladesh has great prospect for the local manufacturer of surgical device. More than 30,000 surgical devices are available in Bangladesh. Almost all devices are exported from foreign country. So we can tell surgical device market as the unexplored B2B market. Only four major companies are providing surgical devices in Bangladesh. If the companies manufacture more surgical device then it generate huge profit to them. It also creates more empowerment and also contributes to our national economy. JMI syringe & Medical Device Company Ltd. has various kinds of surgical product, although it is very difficult and risky for surgical device provider to develop new product, JMI has eleven products. The company‟s age is not very old in comparison of its competitor. But still the companies are doing well in surgical device market in Bangladesh. They are ranked as 2nd as the comparison of its competitor Opso saline. JMI Syringe & Medical Device Limited has received tremendous response by institution buyer and dealers. Institution buyers have gained confidence in their products for quality and economics. This business shows considerable promise in contributing to the national economy of Bangladesh. This report focuses on JMI‟s syringe & other medical devices their various strategies, promotional activities, and their position in the market in comparison to the market leader “Opso Saline” and so on. JMI charges cost plus pricing for some of his products and for unique product like AD syringe and urine drainage bag they charges skimming pricing. They have also promotion strategy like other surgical device company in Bangladesh. The promotion campaign is inspiring the doctors and their patient to use safe syringe, attending different seminar, fair related to pharmaceutical product. But due to the Govt. prohibition they can‟t promote their product by the mass media.

1. Report
On
Business Marketing Research on JMI, a B2B Market
(Based on the Study of Business Marketing)

2. Report
On
Business Marketing (Course: 514)
Topic: Business Marketing Research on JMI, a B2B Market
Prepared for:
Usmita Afrose
Assistant Professor
Department of Marketing
Faculty of Business of Studies
University of Dhaka
Prepared by:
“Elegant (VI)”
Section: A
Department of Marketing (14th)
Faculty of Business Studies
University of Dhaka
Date of Submission: 10th October, 2012 eng.
[ ]

3. Group Profile:
“Elegant (VI)”
We are...
No. Name Roll Designation E-mail Address Remarks
1 Md. Abdur Rakib 041 Member rakibrashed@gmail.com
2 Rumana 087 Member jaf.khan98@yahoo.com
3 Md. Al Amin 089 Member amindu_mkt@gmail.com
4 Anjuman Ara 139 Member jahanmkt@gmail.com
5 Md. Moben Ahmed 151 Member ms.mkt.du@gmail.com
6 Chowdhury Omor 173 Leader omor173@yahoo.com
Faruque
[ ]

4. Letter of Transmittal:
10th October, 2012
Usmita Afrose
Assistant Professor
Department of Marketing
University of Dhaka
Dear Sir,
Here is the report on the topic of “Business Marketing Research on JMI, a B2B Market” and the
details of it (Based on the Study of Business Marketing) that you asked us to conduct.
This report helped us to collect convenient and very significant knowledge about the surgical
device market in Bangladesh as a whole. This report is based on the strategies and activities
conducted by JMI syringe & Medical Device Co. Ltd. While conducting the report, we have
learnt business market development strategies, situation analysis, market targeting, application of
the strategies and evaluation.
We appreciate your choosing the B2B issue of the report topic. If you need any additional
information or assistance in the overview of our report regarding the topic, please ask us.
Sincerely Yours,
“Elegant (VI)”
Section: A
Department of Marketing (14th)
Faculty of Business Studies
University of Dhaka
[i ]

5. Acknowledgement:
At first, we would like to thank almighty Allah for having me the opportunity to complete the
report. We also want to thank all the people, who have given their support and assistance and
extremely grateful to all of them for the completion of the report successfully. University of
Dhaka and JMI Group Limited both provided me with enormous support and guidance for my
Internship program to be completed successfully.
We would like to thank Mr., Marketing Manager, JMI Group Limited for his valuable time and
guidelines.
We would also like to thank Mr. Samir kumar Sheel, for his kind concern, valuable time, advice
and guideline of the report.
And finally we would like to thank our honorable course teacher, Usmita Afrose for providing us
with the opportunity to do the report in a B2B market.
[ ii ]

6. Table of Contents:
No. Particulars Page No.
1 Executive Summary iv
2 Introduction 1
3 Background of the Report 2
4 Scope of the Report 2
5 Objective of the Report 3
6 Methodology 4
7 Overview of Surgical Device Industry in Bangladesh 6
8 Overview of JMI Syringe and Medical Devices 12
9 JMI Syringe and Medical Devices‟ Products 19
10 Strategies Followed by the Company 26
11 Competitive Analysis 29
12 JMI‟s Growth 38
13 JMI‟s Social Responsibilities 46
14 Limitations of the Study 47
15 Research Findings 47
16 Findings 56
17 Conclusion 58
18 Recommendation 58
19 References 59
[ iii ]

7. Executive Summary:
Surgical Device market in Bangladesh has great prospect for the local manufacturer of surgical
device. More than 30,000 surgical devices are available in Bangladesh. Almost all devices are
exported from foreign country. So we can tell surgical device market as the unexplored B2B
market. Only four major companies are providing surgical devices in Bangladesh. If the
companies manufacture more surgical device then it generate huge profit to them. It also creates
more empowerment and also contributes to our national economy.
JMI syringe & Medical Device Company Ltd. has various kinds of surgical product, although it
is very difficult and risky for surgical device provider to develop new product, JMI has eleven
products. The company‟s age is not very old in comparison of its competitor. But still the
companies are doing well in surgical device market in Bangladesh. They are ranked as 2 nd as the
comparison of its competitor Opso saline.
JMI Syringe & Medical Device Limited has received tremendous response by institution buyer
and dealers. Institution buyers have gained confidence in their products for quality and
economics. This business shows considerable promise in contributing to the national economy of
Bangladesh. This report focuses on JMI‟s syringe & other medical devices their various
strategies, promotional activities, and their position in the market in comparison to the market
leader “Opso Saline” and so on.
JMI charges cost plus pricing for some of his products and for unique product like AD syringe
and urine drainage bag they charges skimming pricing. They have also promotion strategy like
other surgical device company in Bangladesh. The promotion campaign is inspiring the doctors
and their patient to use safe syringe, attending different seminar, fair related to pharmaceutical
product. But due to the Govt. prohibition they can‟t promote their product by the mass media.
[ iv ]

8. Introduction:
Surgical Device market in Bangladesh has great prospect for the local manufacturer of surgical
device. More than 30,000 surgical devices are available in Bangladesh. Almost all devices are
exported from foreign country. So we can tell surgical device market as the unexplored market.
Only 4 major companies are providing surgical devices in Bangladesh.
We have chosen JMI syringe & Medical Device Company Ltd. as the business market or B2B
market as they manufacture products that are used for business purpose.
JMI has various kinds of surgical product, although it is very difficult and risky for surgical
device provider to develop new product, JMI has eleven products. The company‟s age is not
very old in comparison of its competitor. But still the companies are doing well in surgical
device market in Bangladesh. They are ranked as 2nd as the comparison of its competitor Opso
saline.
JMI Syringe & Medical Device Limited has received tremendous response by institution buyer
and dealers. Institution buyers have gained confidence in their products for quality and
economics. This business shows considerable promise in contributing to the national economy of
Bangladesh. This report focuses on JMI‟s syringe & other medical devices their various
strategies, promotional activities, and their position in the market in comparison to the market
leader “Opso Saline” and so on.
JMI charges cost plus pricing for some of his products and for unique product like AD syringe
and urine drainage bag they charges skimming pricing. They have also promotion strategy like
other surgical device company in Bangladesh. The promotion campaign is inspiring the doctors
and their patient to use safe syringe, attending different seminar, fair related to pharmaceutical
product. But due to the Govt. prohibition they can‟t promote their product by the mass media.
This report also covers the findings and analysis based on the response of the users of surgical
device. Along with it, the report also covers SWOT analysis, benchmarking, Porter‟s five forces
model, bases for market segmentation, marketing mix elements etc. Using these, it will help JMI
syringe & Medical Device Company Ltd. to determine what sort of steps and strategies are to be
implemented by them in order to be the market leader. In addition, it will also help them to
[ 1]

9. understand the needs and wants of their target audience and to provide them with the best
possible service.
Based on the current status on JMI Syringe & Medical Device Company Ltd, it can be said that it
has tremendous potential to be the market leader. Proper planning and implementation of
effective strategies will help them to achieve this objective within a short span of time.
Background of the Report:
JMI Group Limited is the one of the leading Manufacturer of surgical devices in Bangladesh and
it has been continuously in competitive position among all national and multinational companies
since 2003. But its journey to the growth and prosperity was very tough after the inception in
1999. This report, “Highest quality device provider or lowest possible price device provider
who wins in surgical devices market context in Bangladesh, a case study on JMI syringe &
Medical Devices Ltd.”, has been prepared to fulfill the partial requirement of BBA program as a
means of Internship program. While preparing this report, I had a great opportunity to have an in
depth knowledge of all the Marketing activities of JMI Syringe &Medical Devices Company
Ltd. It also helped me acquire a firsthand perspective of one of the leading Manufacturer of
surgical devices company in Bangladesh. It must be also noted that the data used here is truly
and strictly confidential and no one can use its components in full or partial. I would like to give
thanks to everyone who has helped and encouraged me in the process of preparing the report.
Scope of the Report:
This report is based on the product quality & price dilemma faced by of JMI Syringe &Medical Devices
Company Ltd. in Bangladesh. I also analyze the country leading surgical device companies‟ product
quality assurance system and pricing policy and compare the present Market situation of other surgical
device manufacturer company in Bangladesh.
[ 2]

10. Objectives of the Report:
General Objective:
The main objective of this report is to know about and analyze the marketing strategies of the
company, marketing system of B2B market and make possible recommendation about the
market.
Specific Objective:
 To understand the structure of JMI.
 To know about B2B market, its nature, trend and its competition.
 To understand the stakeholders of business products.
 Building a brand position in the Market.
 How to provide better customer service.
 How it helps to gain more market share in the business market.
 Knowing promotional campaign and new launches by JMI.
 Establishing of a new business product/brand.
 Knowing studying about the core elements and applications of business marketing.
 Learning the marketing strategies used for such fields.
 The value chain process of B2B markets.
[3 ]

11. Methodology:
Research Design:
This report is an exploratory and descriptive one in type of research which briefly reveals the
overall “Price or Quality which one is better of JMI Syringe &Medical Device Company Ltd.?”
It has also been administered by collecting both primary and secondary data. Annual reports of
JMI Syringe & Medical Devices were the major secondary data sources in this regard. Ratio
analysis and trend analysis have also been used as major tools for the financial performance
analysis.
Sources of Data:
The information I needed to complete this report were collected from the following sources:
Primary Sources:
Primary data are collected through sample survey and interviews with the concerned party. It
included the fresh or completely new data sources collected for a specified purpose, such as
interviews, observations etc.
Secondary Sources:
Secondary data are collected through gathering of the published materials of the company,
industry sales report from the concerned authority. It included sources of existing/published data.
Data Collection Procedure:
I have collected the primary and secondary data in following ways:
Primary Data:
 Practical work exposures from different sections of the company
 Focus group meetings
[4]

12.  Face to face conversation with the respective personnel
 Direct observation
 Informal discussion
Secondary Data:
 Annual reports of JMI Syringe & Medical Device Company Ltd.
 Different notices and brochures of JMI Syringe & Medical Device.
 Official Websites
 Administrative manuals of the company
 Various reports and articles related to the study
 Different books, newspaper, magazine etc.
Tools used for Analysis:
Quantitative and qualitative data were collected and analyzed according to acceptable standards
of practice. Different tables and graphs were used to make the data meaningful and comparable.
Qualitative data were analyzed rationally and in comparison with current market condition.
Necessary percentages and averages were calculated and the analyzed results were put down step
by step. I have used two major tools to analyze the financial performance of JMI Syringe &
Medical Device Company Ltd.
[5]

13. Overview of Surgical Device Industry in Bangladesh:
Surgical device industry has grown in Bangladesh in the last two decades at a considerable rate.
Its healthy growth supports development of auxiliary industries for producing glass bottles,
plastic containers, aluminium collapsible tubes, aluminium PP caps, infusion sets, disposable
syringes, and corrugated cartons. Some of these products are also being exported. Printing and
packaging industries and even the advertising agencies consider pharmaceutical industry as their
major clients and a key driving force for their growth.
The sector consistently creates job opportunities for highly qualified people. Many established
entrepreneurs of today started with pharmaceutical companies in the country. Pharmaceutical
companies are either directly or indirectly contributing largely towards raising the standard of
healthcare through enabling local healthcare personnel to gain access to newer products and also
to latest drug information.
Following the Drug (Control) Ordinance of 1982, some of the local pharmaceutical companies
improved range and quality of their products considerably. The national companies account for
more than 65% of the pharmaceutical business in Bangladesh. However, among the top 20
companies of Bangladesh 6 are multinationals. Almost all the lifesaving imported products and
new innovative molecules are channeled into and marketed in Bangladesh through these
companies. Multinational and large national companies generally follow current good
manufacturing practices (GMP) including rigorous quality control of their products. The Drug
Act of 1940 and its rules formed the basis of the country‟s drug legislation. Unani, ayurvedic,
homeopathic and biochemic medicines were exempted from control under the legislation. The
pharmaceutical industry was dominated by the foreign companies at that time. Even in the
allopathic market there were extemporaneous preparations dispensed from retail pharmacies.
The surgical device industry, however, like all other sectors in Bangladesh, was much neglected
during Pakistan regime. Most multinational companies had their production facilities in West
Pakistan. With the emergence of Bangladesh in 1971, the country inherited a poor base of
surgical device industry. For several years after liberation, the government could not increase
budgetary allocations for the health sector. Millions of people had little access to essential life
saving medicines. With the promulgation of the Drug (Control) Ordinance of 1982 many
[6 ]

14. medicinal products considered harmful, useless or unnecessary got removed from the market
allowing availability of essential drugs to increase at all levels of the healthcare system.
Increased competition helped maintain prices of selected essential drugs at the minimum and
affordable level.
In 1981, there were 166 licensed surgical device manufacturers in the country, but local
production was dominated by eight multinational companies (MNCs) which manufactured about
75% of the products. There were 25 medium sized local companies which manufactured 15% of
the products and the remaining 10% were produced by other 133 small local companies. All
these companies were mainly engaged in formulation out of imported raw materials involving an
expenditure of Tk 600 million in foreign exchange. In spite of having 166 local pharmaceutical
production units, the country had to spend nearly Tk. 300 million on importing finished
medicinal products. A positive impact of the Drug (Control) Ordinance of 1982 was that the
limited available foreign currency was exclusively utilized for import of pharmaceutical raw
materials and finished drugs, which are not produced in the country. The value of locally
produced medicines rose from Tk. 1.1 billion in 1981 to Tk. 16.9 billion in 1999. At present,
95% of the total demand of medicinal products is met by local production. Local companies
(LCs) increased their share from 25% to 70% on total annual production between 1981 and 2000.
In 2000, there were 210 licensed allopathic drug-manufacturing units in the country, out of
which only 173 were on active production; others were either closed down on their own or
suspended by the licensing authority for drugs due to non compliance to GMP or drug laws.
They manufactured about 5,600 brands of medicines in different dosage forms. There were,
however, 1,495 wholesale drug license holders and about 37,700 retail drug license holders in
Bangladesh. Anti-infective is the largest therapeutic class of locally produced medicinal
products, distantly followed by antacids and anti-ulcerants.
Other significant therapeutic classes include non-steroidal anti-inflammatory drug (NSAID),
vitamins, central nervous system (CNS) and respiratory products. A most remarkable progress
the local industry has made in recent time is the phenomenal increase in the local production of
basic chemicals. There are now 13 drug manufacturing units, which also manufacture certain
basic materials. These include Paracetamol, Ampicillin Trihydrate, Amoxycillin Trihydrate,
Diclofenac Sodium, Aluminium Hydroxide Dried Gel, Dextrose Monohydrate, Hard Gelatin
[7]

15. capsule shell, Chloroquine Phosphate, Propranolol Hydrochloride, Benzoyl Metronidazole,
Sodium Stibogluconate (Stibatin) and Pyrantel Pamoate. However, most of these are confined to
the last stage of synthesis. There are three public sector drug manufacturing units. Two of them
are the Dhaka and Bogra units of Essential Drug Company Ltd. (EDCL), which is functioning as
a public limited company under the Ministry of Health and Family Welfare. EDCL produced
medicines worth Tk. 964 million in 2000. There are separate vaccines and large volume IV fluids
production units under the Institute of Public Health (IPH). The productions of both EDCL and
IPH are mostly used in government hospitals and institutions. In 2000, there were 261 unani, 161
ayurvedic, 76 homeopathic and biochemic licensed manufacturing units. They produced
medicines worth Tk. 1.2 billion in 2000.
One of the major positive impacts of Drug (Control) Ordinance is the rapid development of local
manufacturing capability. Almost all types of possible dosage forms include tablets, capsules,
oral and external liquids (solutions, suspensions, emulsions), ointments, creams, injections (small
volume ampoules/dryfill vials/suspensions and large volume IV fluids), and aerosol inhalers are
now produced in the country.
Physical distribution of pharmaceuticals in Bangladesh has evolved in a unique way. Unlike
other countries Bangladesh pharmaceutical industry is more retail oriented and bulk of
distribution is done by the companies themselves. Pharmaceutical companies distribute their
products from their own warehouses located in different parts of the country, as no professional
distribution house is available. Wholesalers play a limited role in this regard since companies
supply goods to both retailers and wholesalers. Export of pharmaceutical products is still in an
infant stage, although a number of private pharmaceutical companies have already entered the
export market with their basic materials and finished products. They export their products to
Vietnam, Singapore, Myanmar, Bhutan, Nepal, Sri Lanka, Pakistan, Yemen, Oman, Thailand,
and some countries of Central Asia and Africa.
The primary responsibility for drug quality control lies with the manufacturers. However, the
government‟s drug testing laboratories (DTL) and the Directorate of Drug Administration
(DDA) have the monitoring and supervising role. There are two government drug testing
laboratories. DTL at Dhaka is in the Institute of Public Health and the regional DTL at
Chittagong is under DDA. Drug administration is responsible for registration of drugs for
[8]

16. marketing in Bangladesh and for inspection of premises and licensing. With its present set up
and inadequate strength, DDA often finds it difficult to carry out its very large volume of
assigned work. The national drug policy and the regulatory control policies are yet to achieve
best results for a healthy growth of the pharmaceutical industry. Because of the limited capacity
of the government‟s drug testing laboratories, the quality of products manufactured locally
cannot be uniformly ensured. Restrictions on patent rights discourage foreign investors to come
up actively in the pharmaceutical market in Bangladesh. Introduction of new research molecules
is difficult due to slow registration process and restrictions on patent protection. Although the
fixed mark-up system of pricing helped keep the prices of pharmaceutical products low, this
made it difficult to cover costs of marketing and distribution. The fixed mark-up system also
discourages some companies to invest for GMP and assurance of high quality production. Some
important therapeutic classes of the pharmaceutical market (antacids and oral vitamins) are only
open to the local companies even after 20 years of the drug ordinance. This policy is
discriminatory and also contrary to the announced investment policy of the government.
The annual per capita drug consumption in Bangladesh is one of the lowest in the world.
However, the industry has been a key contributor to the Bangladesh economy since
independence. With the development of healthcare infrastructure and increase of health
awareness and the purchasing capacity of people, this industry is expected to grow at a higher
rate in future. Healthy growth is likely to encourage the pharmaceutical companies to introduce
newer drugs and newer research products, while at the same time maintaining a healthy
competitiveness in respect of the most essential surgical devices.
Major Surgical Device Market in Bangladesh:
In surgical device market there are two types market in Bangladesh. The two types of market are:
a) Local market
b) Institution Market.
[9]

17. Local market sales and institution market sales are different from others.
Local
Company,
6%
Multinationa
l Company,
94%
Local Company Multinational Company
Existing Company of Surgical Devices:
In syringe industry, there are four company exists. The names of companies are given below:
Sl. No Name of the company
01. Opsonil
02. JMI SYRINGE AND MEDICAL DEVICES
03. SKYLAB Pharma
04. Acme Laboratories.
[ 10 ]

18. Market Share of Syringe Company in Bangladesh:
There are different national and multinational company exists in syringe industry. The strategy of
various industries is different. That‟s why the market structure is different.
• JMI syring e • Opsonil
& medical
devices
39% 46%
11% 4%
• Skylab • Acmi lab
Pharma
[ 11 ]

19. Overview of “JMI Syringe and Medical Devices”:
Company Profile:
JMI is a Korea Bangladesh joint venture enterprise. The company is an ISO 13485:2003 & CE-
1023 certified company. JMI strictly adheres to Good Manufacturing Practice (GMP). „JMI
quality policy‟ complies better health care assurance. JMI provides international standard
products to ensure global acceptance. JMI is the pioneer manufacturer of Auto Disable (AD)
syringe in Bangladesh. The company is the first time manufacturer of versatile forms of medical
devices, i.e.:
 IV cannula
 Blood Transfusion set
 Intra Uterine Device
The company has high degree of needle sharpness ensures patient compliance. JMI is the
provider of Auto Disable (AD) syringe for expanded program on Immunization (EPI) and in
family planning of Bangladesh for administrating injectable contraceptives. JMI is the major
provider of medical/surgical devices in leading diagnostic centers, clinics, reputed hospitals,
govt./ non-govt. institutions and pharmaceutical industries. JMI is the inducer of ribbon pack
presentation in Bangladesh. The company is the provider of healthcare devices to reputed
National, Multinational and international organization. Patient-safety and user-satisfaction from
quality perspective are the topmost priorities of JMI. In conformity with recommendations of
global health authorities, JMI initiated “Awareness Campaign” regarding “importance of
injection safety” since 2005 in relevant forums. JMI has the diversified technical collaboration
with Korea, England and Japan to ensure optimum level of quality standard for national and
global marketing.
[ 12]

20. Major Highlights of JMI Group:
 Head office 7/A Shantibag, Dhaka-1217
 Organization Type Syringe & Medical Devices
 Operated By Management Governing Board
 Core business activities  Sells of Local and exported Syringe.
 Sells of Local & exported medical devices e.g. IV
Cannula, Infusion set.
 Sells of Pharmaceuticals Product
 Sells of Nipro Product.
 Others programs  Arranging different programmed to conscious
Doctors to use AD syringe
 Arranging workshop for inspiring the user to use JMI
product
 Number of employees  JMI employs around 1418 personnel.
 Market Share  Almost 37% market share in syringe business.
 Almost 43% market share in other medical devices
 Volume Sold  Almost 6 million syringe in each year.
 12 million medical devices
 Distribution Channel  22 MIO (Medical Information Officer), who sells &
provides information about JMI product to
management level.
 369 dealers countrywide
 Factory & Warehouse  Nowpara, Rajendrapur, Chauddagram, Comilla,
Bangladesh.
 20,000 sft. Central Warehouse which situated in their
Head office 5th floor, packing & other handling
activities are done by them in their factory.
 Major products  Disposable syringe, AD (Auto Disable) syringe.
 IV Cannula,
 Infusion set
 Scalp Vein set
 Blood Transformation Set.
 First Aid bandage.
 Major Donor  South Korea
 Business type  Joint venture
 Year of Establishment  1999
 Year of listed in  2003
Chittagong Stock
Exchange
 Origin & Operating  South Korea
Country
 Full name of  JMI syringe & Medical Devices.
Organization
[ 13 ]

21. Mission and Vision of JMI:
Mission:
Manufacture and supply of quality medical & surgical appliances promoting self-
health care & subsequently establishing family welfare among the people thought
innovative technology
Vision:
To be the leader of Medical & surgical appliance of
Health and family welfare sector
Core customer values:
Our shareholders: By ensuring fair return on their investment thought
generating stable profit.
[ 14 ]

22. Board of Directors and Corporate Management:
Chairman
Md. Jabed Iqbal Pathan
Managing Director Director
Md. Abdur Razzak Mr. Kim
Director Director Director GM (Marketing
GM (HR &
& Sales) Md.
Md. Abdul Md. Abu Jafar Md. Abdul Admin)
Showquat
Majid Patwary Chowdhury Hoque Sadekur Islam
Hossain
List of department of JMI and their Activities:
The different departments of JMI are:
1) HR & Administration
2) Finance
3) Commercial
4) Marketing and Sales
5) Product & Market Development (PMD)
[ 15]

23. Financial situation of JMI Syringe & Medical Device:
The operational highlights for JMI are given below:
Operational and Financial Highlights
Income Statement – 2011 at a glance
[16 ]

24. Marketing and Sales:
Marketing Department maintaining their Daily or monthly work by the following Documents
The documents are:
1) Contract Record File (CRF)
2) Daily Call Report
3) Expense form
Packaging:
JMI have two types of packaging for their product.
a) Primary Packaging: there are four types of Primary packaging. They are:
- Ribbon Pack
- Blister Pack
- Hard Blister Pack
- Poly pack
b) Master Carton:
• Company (1200/1600)
• Local (2400)
[ 17 ]

25. Warehouse:
JMI have two warehouses. Central warehouse is in the Comilla. And other warehouse situated in
their Head office. The size of their central warehouse is 15000 Sq. feet & the head office
warehouse size is 7500 square feet. In warehouse department maintain FIFO method for their
product because every product has it‟s expire date. So before ending expire date product has to
sell. So JMI maintain FIFO policy for their store product.
Product Market Development:
Responsibility of Product Market Development:
a) New product launching
b) Packaging materials
c) Regulatory affairs
d) Calculating production Capacity (Demand, Supply)
e) Quality enhance
f) Develop promotion Literature
g) International Marketing
h) Product drawing & specification/ product Data sheet
[ 18]

26. “JMI Syringe and Medical Devices” Products:
Product List of JMI
The products of JMI are given below:
[ 19 ]

27. The product of JMI is syringe and medical devices. There are two types of syringe.
Sl. No. Name of Syringe
01. Sterile disposable syringe (1 Ml, 3M, 5 Ml etc.)
02. Auto disable syringe (.05 Ml, .5 Ml etc.)
Sterile Disposable Syringe:
There are different kinds of disposable syringe produce by JMI. They are:
Name of Disposable Syringe
1 ml
3 ml
5 ml
10 ml
20 ml
30 ml
50 ml
Major Function of syringe:
1) To administer medication directly to body circulation system.
2) To draw blood for diagnostic purposes
3) For vaccination purposes.
[ 20 ]

28. Users of Syringe:
1) Hospital
2) Diagnostic center
3) Doctor‟s chamber etc.
Sterile Auto Disable (AD) Syringe:
Characteristics:
This system cannot be used and so this is a useful for presentational transmission of blood borne
diseases.
Use of an AD syringe:
1) Vaccination
2) Preventive and curative healthcare purpose.
Different AD syringe
0.05 ml
0.1 ml
0.5 ml
1 ml
3 ml
5 ml
10 ml
[ 21 ]

29. Insulin Syringe:
Purpose:
Used for management of diabetes by pushing insulin.
1) Insulin syringe 40 units
2) Insulin syringe 100 units
Other Medical Devices:
 Intravenous Infusion Set:
It is used for direct infusion of liquid dextrose solution, nutritional product and medication to
body strength to vein.
[22 ]

30.  Urine Drainage Bag:
It is used for collection of urine through catheter applicable for critically ill patients.
 First Aid bandage:
Medicated bandage to protect wound from external attack. It is used for stopping the blood &
help the skin not to damage.
 I.V. Cannula:
I.V. Cannula is used to take saline in intravenous for different purpose.
[23 ]

31.  Blood Transmission Set:
Blood transmission set is used for transmit the blood.
Name of Raw Material:
Name of product Raw materials used
AD syringe  Barrel-White
 Plunger
 Gasket
 Barrrel(Printed)
 Blister paper,415 mm (white)
 Flim (420*90 MIC)
 Poater (set)
 Inner carton
 Master cartoon
Disposable syringe  Barrrel-White JMI
 Plunger JMI
 Film (421*90 MIC) China
 Blister paper 415 mm (Print)
 Barrel (Printed)
Insulin syringe  PVC film for ribbon pack
 Non Sterile (30G*5/16”) ribbon pack
 Sterile (30G*5/16”) ribbon pack
 Assembling (30G*5/16”)
 Maste batch for plunger
 Gasket
Infusion set  Inlet-Urine
 IntelCap
 Outlet Urine
 Outlet Cap
 Transpareent film
 White film
 Tube (870mm)
[ 24 ]

32. Urine drainage bag  Inner poly urine Bag 10 pcs
 Transparent Film(printed)
 Bengin for Screen printing
 Master cartoon
I.V.cannula  IV Cannula 18 G,1.3*45 mm
 IV Cannula 20 G,1.1*32 mm
 IV Cannula 22 G,0.9*25 mm
 IV Cannula 24 G,10.72*19 mm
 IV Cannula unprinted paper 207mm
 IV Cannula printed paper
 IV Cannula Master cartoon
Blood transfusion set  Chamber for Blood (China) Air vient
 Blood transfusion poly Bag
 PVC Tube (1400mm) Blood
 Feeding tube
 Suction catheter
 Ryles tube
 Separator
 Non-woven
 Inner carton
 Master carton
First aid bandage  Sticker (imported)
 Blister paper Freon
 Silicoat
Eye gel cannula  Eye Gel Cannula 22 G
 Eye Gel Cannula 23 Gel
 Gasket3cc Elistoma (imported)
 Stopper
[ 25 ]

33. Strategies Followed By the Company:
Pricing Strategy (A dilemma for JMI):
Basis of Pricing:
1) Cost of raw materials
2) Cost of packing
3) Manufacturing cost
4) Cost of manpower involvement.
5) Cost of taxes to be paid as far govt. rate. (VAT, Tax)
6) Cost of bank interest
7) Cost of transportation
8) Cost of distributor
9) Cost of PMD
10) Cost of R & D
For finalization of price manufacturers proposal is validated by drug administration. Trade price,
VAT, and MRP are fixed. So price of all products are control by the relevant authority of the
Govt.
The pricing method which is followed by JMI is Cost Plus pricing method & Skimming Pricing.
The cost plus pricing method calculating the all the cost of production and then adjusting the
profit and determine the final price of the product.
There are two steps which form this approach. The first step involves calculation of the cost of
production, and the second step is to determine the markup over costs.
[ 26 ]

34. Calculation of Cost of Production:
The total cost has two components: Total Variable cost and Total fixed Cost. In either case, costs
are computed on an average basis. That is
AC = AVC + AFC
Where,
AVC = TVC /Q
AFC = TFC /Q
AC= average cost
AVC= Average variable cost
AFC=Average fixed cost
TVC=Total variable cost
TFC=Total fixed cost
Q=Quantity (the number of units produced)
In this approach, the quantity is assumed. In cost-plus pricing we use quantity to calculate price
but price is the determinant of quantity. To avoid this problem, the quantity is assumed. This rate
of output is based on some percentage of the firm‟s capacity.
Determining the Markup over Costs:
The objective of this approach is to set prices in a manner that a firm earns its targeted rate of
return. Now, if that return is Rs.X of total profit then the markup over costs on each unit of
output will be X/Q and then the price will be: P = AVC + AFC + X /Q.
[ 27 ]

35. Comparison of Price Rate in Surgical Device Market:
Product Name JMI Price Opsonin Price Monomedia SKYLABPHARMA
Price
Insulin syringe 6.50 4.55 4.20 4.00
Disposable 3.65 3.2 3.1 2.9
syringe
Scalp vein set 4.00 3.8 3.9 3.7
Infusion set 13 Not available Not available Not available
First Aid .62 0.5 .5 .45
Bandage
Urine drainage 9.67 Not Available Not Available Not Available
Bag
Blood 13.20 Not Available 10 Not Available
transfusion set
IV Cannula 14 Not Available Not Available 12
[ 28 ]

36. Competitive Analysis:
Industry Analysis:
To analyze industry Porter has developed the following 5 forces model. On the basis of this
model JMI is analyzed as the following:
Threat of Substitute
Products or Services
Bargaining Power Rivalry among Existing Bargaining Power
of Suppliers Competitors of Buyers
Barriers to Entry
Figure: Porter 5 Forces Model
1. Rivalry Among Existing Firms:
This force recognizes the active competition among industry members helps to determine
industry performance since we have selected JMI syringe and medical devices as our industry
analysis and in this regard we have found strong competitor of JMI. The main competitors for
the JMI are-
[ 29]

37. i. Opso Saline
ii. Skylab
iii. Acme lab
There is acute competition being noticed among these industries. At present JMI holds the leader
position in the market because of various reasons:
 Widening the geographic market.
 Selling their products not only to institution but also local market.
 Lowering variable cost relative to fixed cost.
 Increasing their product Line.
 No of marketing information offices.
2. Threat of New Entrants:
This force highlights the possibility of new competitors entering the market. In our case, JMI is
facing strong threat of new entrants. As there are more than 30,000 products in the market, but
JMI produces few of them. Most of the existing products are exported from the foreign market
by various industries and exporter that may impact in the production of JMI. Moreover, Acmi lab
may also be concern factor for JMS, because Acmi lab tries to produce more products than JMI
and in many cases Acmi lab tries to provide their products more efficiently.
3. Threat of Substitute Products:
This force considers the potential impact of substitutes. New products that satisfy the same
customer value requirement are important sources of competition. In our case, JMI faces less
threat of substitute products.JMI is only substitute product is vaccutainer in lieu of syringe
became vaccutainer causes less pain than syringe at the time of pushing syringe and drawing
blood from the body, Apart from JMI, most of other industries produce vaccutainer as well as
traditional syringe.
[ 30 ]

38. 4. Bargaining Power of Suppliers:
The forth force is the power that suppliers may be able to exert on the producers in an industry.
In our case, JMI faces strong bargaining power of suppliers. As JMI imports most of its raw
materials from South Korean surgical device market where it competes with many suppliers to
purchase raw materials. The main reason for this competes is less number of suppliers than
buyers exist in South Korean Market.
5. Bargaining Power of Buyers:
Finally buyers use their purchasing power to influence their suppliers. In our case, Customers
have less flexibility in terms of purchasing JMI‟s products because most of the product‟s price is
fixed by the authority. So, customers have less chance to bargain with JMI.
Comparison of Two Competitors:
There are different basis of comparison of the competitors in surgical device market in
Bangladesh. The following points show the basis of comparison of surgical device market.
Manpower:
Normally, Companies who have more manpower can do better than others. But if the manpower
is not efficient then it is difficult for the company to promote the product. Efficient manpower
can promote the company‟s product well which boost the companies‟ market share.
Transportation:
Transportation facilities can help to smooth distribution system. If the company has more
transportation smooth distribution is possible but it also increases the cost of the company
because more drivers needed for the cars and more fuel oil needed for the car. So the company
must be decided which one is best for him and take the right decision.
[ 31 ]

39. First Comer:
The first comer is the best eater of any market. The companies who come to the market first can
get the opportunity to fix the skimming pricing and get the profit layer by layer.
More Product Line:
The company who has more product lines has got the best opportunity to fix the bundle price and
sells the all product of his company to other companies. This policy also creates him the fixed
satisfied customer and helps to do well in long term business.
Supply Chain:
Supply chain is more talk about issue in current business world. So the company who has strong
supply chain can do well in any business. In surgical market context supply chain is also
important to provide the product to our ultimate customers.
Quick Delivery:
Quick delivery system can help the surgical device company to satisfy their customer and build
strong customer relationship with their customer. Any company who fail to provide their
customer demand product in time have a negative impact of the company and may be lost the
customer.
Certification:
The company who has the international certificate about their product quality creates good will
& help to get new customer. In surgical device market quality product has the value of the
institution, hospital & diagnostic centre. So the company has some certificate like ISO & CE
certificate help to prompt their product.
Packaging:
Packaging can create the positive impression for the customer. Here, one important example can
be discussed that Dispo Vin is the most common brand for insulin syringe in local market
because of their appealing looking. Local market insulin syringe of JMI is not prominent because
[ 32 ]

40. of their poor packaging although its quality is best in local market. So base on this example we
can said that the packaging is important issue in surgical device market.
Relationship:
Relationship among the dealer and the ultimate customer can be important for the companies to
build the long term relationship of the customer. If the relationship is not good with customer
then the customer are dissatisfied and the company lost its Customer.
Opsonin (Major Competitor of JMI):
Opso saline is the major competitor of JMI. Opsonin pharmaceutical companies sister concern is
opso saline. The brief history of the company is given below:
Marketing Strategy of Opso Saline:
The opso saline company‟s marketing strategy is to sell more products in fewer prices. They
have the pharmaceuticals company so they do not need to depend on dealer like JMI. They have
more than 150 Depo in across the country. In these depo they provide their syringe & other
surgical device. Their Medical Information Officer provides pharma product and syringe
together with a bundle price. The local customer need not think about the quality of the product.
They only think about the price. So Opso provide less price product to the local customer. This
strategy boosts their sell.
Another important point is the opso saline has unique product like naussle which is used for this
product has lots of demand in the pharmacy now-a-days. One year earlier price of the naussle is
only 15 tk. But now this product is 50-60 tk. Opso saline provide this product to local market and
force the local pharmacy shop to purchase syringe with naussle. This is another important reason
why the opso saline is no. one position in surgical device market i9n Bangladesh.
[ 33 ]

41. Advantage of dealing with local Market:
Market Share:
In syringe market major market share are containing in local market. That‟s why the company
who holds the local market can dominate the maximum market share of this industry.
Huge Profit:
More sell create huge profit for opso saline. We know by economics, if you sell more than your
profit is lot higher than any one.
Disadvantage of dealing with local market:
Bargaining price:
The price rate is not fixed. Always there are bargaining with the price. The customer wanted
lowest price product but they do not think about the quality of the price.
Delay payment:
The payment policy in local market is not fixed. The payment is at delay. Sometimes it is very
difficult to collect payment for the local market. It increases the cost of company. The cost
increases because the companies have to pay more amounts to their MIO to collect payment.
Marketing Strategy of JMI:
Marketing strategy of JMI is to target the institution market. In institution market the customer
are educated. They never bargain with the price. They are always expecting good quality for
their supplier. The philosophy of the seller (JMI) & the purchaser (institution customer) are
similar that‟s why they can make business themselves.
[ 34 ]

42. Advantage of dealing with institution Business:
There are some advantages with dealing with institution Business. The advantages are:
Quick payment: In Institution market JMI provides their product in institution at 1st to 20th of any
month. Then they collect the money from 20 th of any month. So it is comparatively save business
than local market business.
No bargaining: There is no bargaining problem in institution market. Quality product is the
major issue for them.
Disadvantage of dealing with institution Market:
There are hardly any reasons with the disadvantage of dealing with institution market. The
institution market is safe for business.
Why Opsonin lead the local Market:
Low price:
Opsonin is the low price provider of the surgical devices market in Bangladesh. A survey by the
Drug Administration of Bangladesh shows that 55% syringe is selling as yearly basis in local
market in Bangladesh.
Manpower:
Opsonin has more than 200 MIO in different region in Bangladesh Where JMI have only 27.
That is the difference why JMI cannot compete with opso saline in local market. In local market
the customer demand is that they want MIO come to them and provide them cheap price product.
Because of shortage of Manpower it is very difficult for JMI to cover the local market. That‟s
why JMI losing market shares.
Product line:
The opso saline has more product line than JMI. There saline has huge sell in local market. There
naussle is also another product which sell is highest amount in local market.
[ 35]

43. Blackmail the local pharmacy:
They blackmail the local pharmacy to purchase their syringe in exchange of their saline and
naussle. The local market their naussle has huge demand. Each nausle sell per piece at Tk 50.
But opso sell them at Tk 20. This huge profit inspires the local customer to purchase opso
product.
Gift giving:
Opso saline sells strategy is to gift giving to their customer. The gift giving policy is very
important to Pharmaceuticals Company to make good relationship with their customer.
Strong distribution channel:
Opso saline has strong distribution channel. The number of MIO is huge. So that there
distribution channel is more powerful than JMI,
Sufficient Depot:
They have pharmacy product so that they have the sufficient depot. The sufficient depot helps
them to provide product in end consumer.
Why JMI lead the Institutions market:
Quality product:
Institution buyer prefers the issue needle sharpness, proper silicon oil and sterile product issue.
All the fact is consider by JMI. JMI product has best quality.
- Needle Sharpness: There needle is imported from Germany. So that the quality of
JMI needle is best in Bangladesh.
- Proper Silicon Oil: The amount of silicon oil is very important issue in syringe. The
proper amount of silicon provides better care to the patient.
[ 36 ]

44. - Sterile Product: The product o JMI is sterile. The sterile product ensures highest
safeness to the patient.
For these qualities institution buyer purchase JMI product.
Timely delivery:
The product delivery by the JMI is very time to time. That‟s why the institution buyer are being
happy to them.
Korean Brand:
Korean brand helps them to promote their product quality. Customer knows about the product as
the name of Korean company. So that they think that the quality of the product is very good.
Distribution:
JMI also have lots of dealer who helps them to make their distribution channel strong. They also
help them to make their cost low.
Big supplier of Government to surgical device:
They are the involved with the EPI program which help them to create their good will. For this
institution purchaser inspire to purchase JMI product.
Strong supply chain:
Strong supply chain is also another reason why JMI get the institution customer. Strong supply
chain also helps them to get lots of work. The supply chain for JMI is as follows:
Certification:
They have the CE and ISO certificate. This also encourages them to purchase JMI product.
[ 37]

45. JMI’s Growth:
AD syringe is the prospect of JMI group. If AD syringe is habituated in Bangladesh then JMI as
the first comer of AD syringe in Bangladeshi surgical device market it can bring huge profit for
the company. Already JMI exported AD syringe in Germany & Netherland.
AD syringe:
AD syringe is the most prospects for JMI. If the use of AD syringe is habituated in Bangladesh
then the sell of AD syringe of JMI is Increase and they can earn huge profit.
Export Business:
JMI has the export business in Germany, South Asia & Middle East. They have the plan to
increase their business further.
Competitor Pricing Strategy:
In response to cost plus pricing Opsonil has penetration pricing. The price of their product is
very low. That‟s why in local market they are doing well. Cause the client of local market
demanded only low cost product. They have huge sell because they provide very low cost
product.
Distribution of JMI:
Company has self-distribution centers in different location of the country for distribution of all
goods as far order placed by the sales force. Moreover company has selected number of dealers
at upazila and district head quarter level for smooth distribution of product where company‟s
self-distribution network is not available. JMI has the two types of distribution. The two types of
distribution are:
[ 38 ]

46. Distribution
channel
Dhaka city Local area
The MIO have the responsibility to do the job of daily basis to visit of the different company to
promote and sell their product. This is the part of their distribution strategy. The lists are given
below:
[ 39 ]

47. Distribution Management of JMI:
There are two typed of distribution management followed by JMI.
The supply chain of JMI for the whole country:
Raw Lands to Main Packaging store the Distributio
materials the factory to the product in n to whole
comes chittagong situated in main warehouse country
from south sea port comilla factory in Dhaka
Africa city
Inside Dhaka City:
Inside the Dhaka city JMI has the distribution channel like this. This is very simple distribution
strategy and makes sure fastest delivery.
Production
(comilla)
JMI
Warehouse
Using Own
transportati
on system
Receive by
the
Customer
[ 40]

48. Outside Dhaka City:
Outside Dhaka cit y the distribution is more completed. Because there are more channel member. This is
why some times distribution sometimes collapses in JMI in outside Dhaka city.
Using
Using vendor Custome
JMI Own Transport Receiv r (cost
Production bear by
Wareh Transpo system e by
(Comilla) rt (cost Dealer)
ouse bear by
Dealer
(Dhaka) JMI)
[ 41]

49. JMI Promotion Strategy:
To generate demand level of company‟s product there exist a full set of marketing team with
coverage ad major market areas of the country.
Activities:
For this following tools are used.
a) List of customer with their complete mailing address.
b) Customer profile.
c) Objective settings.
d) Literature highlighting features and benefits of the product.
e) Samples for fair trial purposes.
f) Gift items (Pen, Pad, Pen holder etc.) which are user friendly
g) Seminar.
h) Workshop
i) Entertainment
j) Frequent one to one customer visiting
Thus JMI maintain their promotional strategy. Their promotional active ties like Television
commercial is difficult because the strong prohibition of the Govt. authority.
BCG Metrics of JMI Company:
BCG metrics is the way of identifying a company growth situation by the four elements,
The elements are:
[ 42 ]

50. 1) Question Mark
2) Cash cow
3) Star
4) Dog
In BCG Matrix the current position of JMI is in STAR. Year by year position of JMI company is
the given below:
Sl. No Company position in BCG Metrics Year
01. Question Mark 1999-2003
02. Star 2004-2009
03. Cash cow 2010-Now
[ 43]

51. Customer of JMI Company’s product:
There are mainly three types of customer for JMI. In outside Dhaka city dealer are the main
workers for JMI. Almost 300-400 dealers are working for JMI. There are 68 institution company
purchasing JMI product.
Sl. No Name of customer
01. Dealer
02. Institutional customer
03. Depot
The Major Institution Customers Are:
SL. No. Name of company
01. Square pharmaceutical
02. Square Hospital
03. Apollo Hospital
04. Lab Aid hospital
05. Novartis Bangladesh
06. ACI ltd.
07. Etc.
[ 44]

52. Target Market for JMI:
JMI main target market is the institution market. They are also dealing with dealer who provides
their surgical device in local area. They are also dealing with whole sell market. In Dhaka city
Mitford is the one of the huge whole sell market.
Segmenting Strategy:
They are segmenting there market into two market.
a) Local market.
b) Institution market
[ 45 ]

53. JMI’s Social Responsibility:
JMI dreams of a prosperous and strong nation and thus JMI's commitment to the society is an
integral part of its business. JMI intends to build a better Bangladesh by empowering people and
by providing support towards the sustainable development of the community.
In line with Government's development plan as well as its own Corporate Responsibility (CR)
philosophy, JMI engages itself in various types of Corporate Responsibility (CR) programs.
Through its CR initiatives, JMI intends to contribute towards the development of socio economic
and ecological condition of the country through enriching people's lives focusing on their
primary needs as well as conserving the unique culture & Heritage of Bangladesh.
JMI supports global business community to uphold social issues in business operations and being
convinced of the benefits which will accrue out of voluntary adherence to universally recognized
social values in transaction of businesses.
JMI considers the interests of customers, employees, shareholders, communities, and ecological
considerations in all aspects of their operations. This obligation is seen to extend beyond their
statutory obligation to comply with legislation.
JMI's activity goes well beyond the sphere of business. As socially conscious and responsible
corporate body JMI is committed to the improvement of the society as a whole. JMI helps many
NGO's in their effort to make available healthcare to the disadvantage population of the Country.
It sponsors programs to build awareness on the healthcare need.
[ 46 ]

54. Limitation of the Study:
This report covers all the aspects of marketing environment from various perspectives. This
report also gives an overview about the company as well as its industry. The mission and goals
of the company, the functional departments, the strategies etc. will be illustrated. This report will
be prepared with the assistance, cooperation and negotiation of the respected employee,
manager, customer and supplier group. We will try our best to take the opportunities to know and
learn about various activities of the “JMI Syringe and Medical Devices.” As a medical assistance
institution, it operates and covers a large industry to study and understand the scope,
environment and area of marketing. We will also analyze the country‟s leading surgical device
company‟s product quality assurance system and pricing system and compare the present market
situation of other surgical device companies. It will also help us in the upcoming future.
Although we have various opportunities and scope we may have a few limitations like access to
gaining permissions to grab some opportunities, limited facilities for report etc.
Research Findings:
We have conducted a survey about JMI syringe & medical device Ltd. I have selected 50
respondents from them different respondent like institutions, pharmaceuticals are exits. The
survey shows various outcomes. Among them important issue are presented graphically.
1) Are you satisfied about the quality of product?
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
62% 7% 12% 4% 15%
[ 47]

55. Users of JMI product are highly satisfied about the quality of the product.
2) Why you are highly satisfied about JMI product?
Needle sharpness Packaging Proper cilicon oil Sterlied product
70% 15% 4% 11%
[ 48 ]

56. 80%
70%
60%
50% Needle
40% packaging
30%
proper cilicon oil
20%
10%
0%
Needle sharpness is the main reason for satisfying the customer of JMI.
3) Why you are not interested to purchase JMI product?
Pice issue Quality issue Distribution issue Service issue
64% 12% 15% 9%
[ 49]

57. 70%
60%
50%
price issue
40% quality issue
30% distribution
20% servicce
10%
0%
Price issue is the main reason why the local customers are not interested to purchase JMI
product.
4) Are the price of the product of JMI is too high?
Yes No No comment
49% 39% 12%
50%
45%
40%
35%
30% yes
25% No
20%
NO comment
15%
10%
5%
0%
Here findings are the price of the JMI product is too high.
[ 50]

58. 5) Are the JMI having smooth distribution channel?
Strongly agree Agree Neutral Disagree Strongly disagree
34% 21% 10% 22% 13%
35%
30%
25% strongly disagree
dsagree
20%
neutral
15%
agree
10%
strongly agree
5%
0%
JMI is still unable to maintain smooth distribution channel.
6) Are the distributor are satisfied about JMI?
Strongly Agree Agree Neutral Disagree Strongly Disagree
25% 42% 3% 15% 15%
[ 51]

59. 45%
40%
35%
strongly agree
30%
agree
25%
neutral
20%
15% disagree
10% strongly disagree
5%
0%
Most of the distributors are happy about JMI. But unhappy rate is not bad at all. Companies
should consider the fact.
7) Why institution buyer purchase JMI product?
High quality Timely deliver
79% 21%
80%
70%
60%
50%
high Quality
40%
timely Deliver
30%
20%
10%
0%
High quality is the main reason why institution buyer purchase JMI product.
[ 52]

60. 8) Is JMI‟s warehouse space sufficient?
Strongly Disagree Neutral Agree Strongly
Disagree Disagree
62% 10% 3% 7% 18%
70%
60%
Strongly Disagree
50%
Disagree
40%
Neutral
30%
Agree
20%
10% Strongly Agree
0%
JMI‟s warehouse space is not sufficient.
9) Are JMI‟s number of transportation vehicle is enough?
Strongly Disagree Neutral Agree Strongly
Disagree Disagree
52% 20% 3% 12% 13%
[ 53 ]

61. 60%
50% Strongly Disagree
40% Disagree
30% Neutral
20% Agree
10% Strongly Agree
0%
JMI‟s vehicles are not sufficient for their distribution management.
10) Is JMI‟s Dealers number sufficient for providing product to whole Bangladesh?
Strongly Disagree Neutral Agree Strongly
Disagree Disagree
67% 23% 1% 6% 4%
70%
60%
Strongly Disagree
50%
Disagree
40%
Neutral
30%
Agree
20%
Strongly Agree
10%
0%
JMI should increase the number of dealer.
[ 54]

62. 11) Do you think the incentive of MIO should increase to spirit the sales activities?
Strongly Disagree Neutral Agree Strongly
Disagree Disagree
15% 17%% 5% 40% 23%
40%
35%
Strongly Disagree
30%
25% Disagree
20% Neutral
15% Agree
10%
Strongly Agree
5%
0%
Incentive of MIO is not sufficient.
12) Do you think the dealers (Important media of sales force for JMI) are getting sufficient
profit by JMI?
Strongly Disagree Neutral Agree Strongly
Disagree Disagree
72% 17%% 1% 3% 7%
[ 55 ]

63. 80%
70%
Strongly Disagree
60%
Disagree
50%
40% Neutral
30%
Agree
20%
Strongly Agree
10%
0%
Dealers are not getting proper profit.
Findings:
1) Needle sharpness is the main reason for satisfying the customer of JMI:
Users of JMI product are highly satisfied about the quality of the product. 62%
respondent told that their product is highly satisfied to the end user. The reason for that is
the needle sharpness & proper silicon of their needle.
2) Dealers are not getting proper profit:
Dealers are not getting proper profit. Earlier the profit rate of the dealer is 10%-12%.
Now because of the increase of the cost of the product the profit rate of the dealers are
decreased by the 4% to 5%. In any Business this rate never inspire you to do the business.
So the dealer of JMI is decreased in alarming rate. To make them satisfied JMI need to
increase the profit rate of dealer.
3) Incentive of MIO is not sufficient:
Incentive of MIO is not sufficient. The MIO is the key players who have done the
promotion activities to the company. The incentive rate is not satisfactory level to the
[ 56 ]

64. MIO. The incentive rate should increase to make happy to the MIO and get speeded their
activities.
4) JMI‟s warehouse space is not sufficient:
JMI‟s warehouse space is not sufficient. The previous warehouse is 10000 square feet
which is situate in Uttara. But because of the transportation problem they attached the
warehouse to the head office. The present warehouse space is 7500 square feet. The space
is not sufficient to bring the all product to this warehouse.
5) High quality is the main reason why institution buyer purchase JMI product:
High quality is the main reason why institution buyer purchase JMI product. JMI product
has maintained the sharpness of needle & proper silicon oil. This issue helps them to
provide better quality product. 79% respondents agree that the product of JMI is high in
quality.
6) Most of the distributors are happy about JMI. But unhappy rate is not bad at all.
Companies should consider the fact:
Most of the distributors are happy about JMI. But unhappy rate is not bad at all. 25%
respondents are agreeing to the following term. Companies should consider the fact.
Distributors are helping to provide the product to the end user. They have lots of
importance towards the company.
7) The price of the JMI product is too high:
Here findings are the price of the JMI product is too high. 49% respondent told that price
of the JMI product is too high. Where opo saline syringe price is 3 tk. JMI syringe price
is 6 tk. So it is competitively high rate and for this issue they are not considering to
purchase JMI product.
8) Price issue is the main reason why the local customers are not interested to purchase JMI
product:
[ 57]

65. Price issue is the main reason why the local customers are not interested to purchase JMI
product. 64% respondent told about the price issue. Price issue is the main reason why
they are not interested to purchase JMI product.
Conclusion:
As a surgical device company JMI has wonderful chance to do well and go to the number one
position in this industry. They have lots of prospect like AD syringe, Urine Drainage Bag &
copper tea etc. But the management body should consider warehouse issue, MIO‟s proper
incentive, and dealer satisfaction & institution market problem with great concern. Otherwise all
the success achieved by the company in recent years can go to vein. So the company should deep
concern on the above issue and take necessary to built strong position in surgical device market
in Bangladesh.
Recommendation:
Throughout the research and study of the report on JMI we have found lots of issues which may
they consider for improving their marketing strategy. The recommendation is given below:
a) Should appoint new dealer: Increasing the amount of dealer that‟s why they expand
their business.
b) Enlarge the sale-force: Increasing the number of MIO that‟s why they can able to visit
the entire target customer.
c) Giving more emphasis on customer: JMI need to consider more about the local
customer.
d) Enlarge the product line: JMI should create new product line like Opso Saline to
compete with them successfully.
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66. e) Restructuring motivational package: Managing body of JMI should increase the salary
of their employee because the employee is not satisfied with the current salary level.
f) More promotional activities: Promotional activities are not strong. They need to
improve their promotional activities by taking part different seminar.
g) Warehouse: Warehouse space is another issue which should increase by the JMI.
Warehouse space increase helps them to protect their valuable product and make their
distribution channel smooth and better.
JMI should think about the above issue to be the number one position in the surgical device
market context.
References:
01. Kotler, Armstrong. Principles of Marketing Pearson education, 2011.
02. Malhotra, Dash. Marketing Research, Prentice Hall 2010.
03. JMI Group Limited. 12 March, 2012. JMI Group Limited. 10 March. 2012
http://www.jmigroup-bd.com/
04. Opso saline Limited 12 March, 2012. Opso Saline Limited. 10 March. 2012
.http://www.bijoy.net/demo/demo_site/opso/opso.html
05. Directorate General of family Planning (Ministry of Health & Family Planning)
http://www.dgfp.gov.bd/
06. JMI Annual Report-2011, 2010 & 2009
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